While I see your point, all of those certification schemes you see on products (whether "dolphin safe" or "heartsmart" or "sustainable forests"), those companies had to pay to join. The money is, generally, used to verify that the company is compliant with the scheme's goals.
This is no different. It's an attempt by Eyeo to find a balance between dangerous/intrusive ads and allowing content providers to earn a living. But doing so has costs, so if your company wants Eyeo to grant you an exception because you are a responsible advertiser, you need to pay for that extra service.
You don't want to receive something for nothing, do you? Surely the irony would kill you.